I can’t believe Blue’s Clues is celebrating 10 years on the air… my kids grew up on Blue, so I’ve been a faithful watcher for the past five years. Even though my son has outgrown Blue, I can still get my three-year-old to watch with me occasionally. We’ve seen other product extensions on this show in the past, and changes such as the switch from Steve to Joe, as well as the show where Blue comes to life as a puppet (that never caught on in our household). So now, with the show approaching its tenth year, they will be introducing a new baby brother for Blue. Nickelodeon will kick things off with a primetime special called “Meet Blue’s Baby Brother.” The special will air on Sunday at 8:00 p.m., featuring gold clues in place of the typical blue paw prints… I suppose to make it more special? Blue’s Clues co-creator Angela C. Santomero says the idea for the new character came from preschoolers. “One of the things that is a huge milestone in their lives is when they get a baby sister or baby brother.” There are certainly some values and learning opportunities to be discussed with the new sibling, but I also see many marketing opportunities as a result.

My only question—why the hour-long special on Sunday at 8:00? What preschoolers are up until 9:00 to watch this?